Account-based marketing ABM is a white-hot buzzword for B2B marketers right now.
You see it everywhere: guides, eBooks, infographics, blog posts by handsome bald content marketers–the works. Yet as much as everyone is talking about ABM, there s still plenty of confusion about what it is and how best to do it.
It s all well and good to say, We should get some of that sweet account-based marketing; I hear it s a gold mine. But implementing a program in a strategic way takes a little more digging.
What Is Account-Based Marketing? My favorite definition of ABM comes from Engagio CEO Jon Miller: Account-based marketing: a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts.
– Jon Miller, Engagio. Think of traditional marketing as a confetti cannon.
Curated Content • 2 years ago